Agri-food production contributes significantly to global warming, accounting for approximately one-third of anthropogenic greenhouse gas (GHG) emissions. As awareness of the food industry’s impact on global warming increases, consumer interest in the sustainability of their shopping baskets is also growing. Recent research suggests that in Europe, consumers are highly motivated to buy sustainable food to reduce their climate impact. Data from a survey conducted on behalf of plant-based major Yara shows that 58% of Europeans consider the climate impact essential when buying food and beverages, and 31% already make sustainable choices.
To stand out on shelves, consumers look for different factors when seeking out food and drink with environmentally sustainable credentials. Environmentally-friendly packaging, plant-based or locally sourced ingredients are some of the green trends that are attracting consumers. However, carbon footprint labelling is gaining increased attention, with 76% of Europeans wanting to see the carbon footprint of an item on the label, according to Yara’s research. Additionally, since sustainability claims influence consumers in purchasing food and beverages, Anne Peter Lindeboom, managing director, innovation at FrieslandCampina Ingredients advises nutrition brands to focus on making their claims tangible for consumers by providing measurable insights that resonate with them.
While improving the sustainability profile of food and drink production can be costly, Yara’s findings suggest that consumers are willing to pay a premium for environmentally sustainable products. Accordingly, sustainability interests vary depending on the market, with a growing number of conscientious consumers looking to buy from trustworthy, sustainable brands. Such consumer behavior is driven by sustainable nutrition playing a key role in helping to protect the environment and contributes to enhancing brand value. Nathalie Sadin, sustainability manager at Germany-headquartered Beneo, believes that there is a growing link between what is healthy and what is sustainable. This is relevant since recent studies such as those from Mintel and Innova show that consumers are happy to pay more for environmentally friendly products.
